Bringing a taste of Wimbledon to New York

To celebrate HSBC’s partnership with Wimbledon and bring an Instagram-worthy activation to audiences across the pond.

Eating strawberries and cream while watching the tennis is an iconic part of the UK summer, but we wanted to take that experience across the pond to New York. 

Find out how we transformed a UK tradition into a hit in the Big Apple for HSBC. 

The challenge.

HSBC are a key partner for the Wimbledon tournament, but this year, they wanted to bring a flavor of the event to New York. Our challenge was to create an activation at “Wimbledon – The Hill in New York” that would generate a buzz. Matches were being shown on a big screen in Brooklyn Bridge Park, accompanied by a large stage, musical performances, and a number of other brands. We needed to grab people’s attention without detracting from their enjoyment of the matches.

The solution.

We took the quintessentially UK summer tradition of eating strawberries and cream at the tennis and turned it into an Instagram-worthy experience. Our “strawberry swing” was a great place for photos, and visitors could then head to our candy bar for some treats. At the center of our activation, we created an HSBC hex logo out of tennis balls, which featured in a lot of the media activity around this event. Most importantly, it added to the Wimbledon experience, without detracting from the sporting action. It was a standout attraction throughout the weekend and was the most visited on site.